U. S. Radio (Jan-Dec 1960)

horizon '60 Network Realism Xenvork radio is entering a period that could be one of its strongest financially in recent years. The reason for this is not hard to find. Each network, without exception, has taken a realistic look at its programming and compensation structures and has readjusted its operations accordingly. As opposed to the red ink that has been blotting network radio's financial statements, there already have been reports of black ink. In numbers, the affiliate line-ups of the networks remain stable, although there have been many significant alterations in the stations themselves. But most observers believe that the days of affiliate rumbling are nearing an end because the networks have met many of the demands made by stations in altering operations. The character of network radio has changed. Its avo^ved purpose is to create the kind of service that builds radio on the local scene. In this regard it has become similar to the national wire services of newspapers. Points Made Clear These points are seen in the statements by the heads of the four networks: Matthew J. Culligan, executive vice president in charge of NBC Radio, states: "The year 1960 ^vill mark— for the first time in over a decade— a complete differentiation in network programming philosophies. Convinced that there has been too much uniformity and conformity in radio programming, the networks either by design or by accident will find themselves following dissimilar approaches to the national audience. "At NBC we have been making basic changes and modifications over the past three years in the direction of providing the listener, the national advertiser and our own affiliated stations with a service based on a radio network's great strengths. "In 1960, we will sec the fruition of these efforts. Rather than continue with types of programming which apparently have a constantly decreasing audience and are in conflict Av'ith good local programming technique, we have decided to concentrate our efforts and specialize in expanded news, analysis and commentary, informational and interpretive programming." Arthur Hull Hayes, president of CBS Radio, points to "the general upswing in network radio's status in recent months, as well as to an improved financial picture. With the restoration of CBS Radio as a profitmakino; business, which it was in the final quarter of 1959 and which we hope it will continue to be in the current year, we intend to emphasize even more the informational and educational aspects of radio broadcasting. "The Hidden Revolution, a happy blend of revenue producer and public service, won both the sponsorship of Nationwide Insurance and a Peabody .\ward. We feel that such programs are the proper produce of a network, and could not be created without one. News programs have become a major item in the sponsor diet in recent years and intelligent programming pays better with each passing year. "Sponsored or not, however, CBS Radio will fulfill its obligation as a network to produce such rich informational programs as those of CBS News and our Unit One. Mixed with the wholesome entertainment of the Metropolitan Opera and New York Philharmonic, and blended well with the entertainment offerings of Arthur Godfrey and the daytime dramas, we believe that these constitute a balanced and constructive mental and emotional diet for the listener." Robert F. Hurleigh, president of Mutual Broadcasting System, believes "1960 will be a banner year. We believe our compensation policy of reciprocal arrangement with our stations has proved successful. "We program 31 newscasts a day, for example. Of these, the stations have 17 news-on-the-hour segments available for local sale. They in turn clear time for the 17 we have on the half-hour. We offer two 25-minute news-in-depth features a day— one is for network sale and the other for local sale. "Stations apparently approve. We now have 458 affiliates; a year ago we had 442. The network design of today is to make their affiliates important. The networks are in a position of service to affiliates. They offer a program service just like the wire services offer newspaper a news service. "Frankly, we don't care as much if a listener knows he is listening to an MBS program as we do if he is aware of the call letters of the station" to which he is tuned." ABC Radio, under the direction of Edward J. DeGray, president, is optimistic about its present status. "During the past 12-month period, the total number of ABC Radio affiliates has increased by 22 percent, rising from 287 affiliated stations to the present network of 326 affiliates. Seven new affiliates have been added during the past month. "This increase graphically shows an ever-increasing recognition on the part of station operators that a nationwide network provides a station, and the audience it serves, program fare that is beyond the reach of individual stations. Of particular interest to stations is the world-wide news and special events and public affairs programming offered by a network. ABC Radio now covers 96.1 percent of total U. S. radio homes." • • • U. S. RADIO January 1960 25